"There is a lot of fun behind Red Or Dead, whilst we take the business seriously, fashion is about getting across your personality and hopefully we attract people with a fun outgoing personality like myself," says Wayne with a wry smile. "Every 15 minutes of my life I find something that's funny, it can be the most ridiculous thing. I don't go through life thinking it's a chore, life is there to be enjoyed."

Wayne's interests are testimony to this. He has a fabulous collection of stuffed donkeys, Crying Boy pictures and tupperware. Soon he will host a TV programme on 'Forgotten Art' and his book on the subject is due to out next summer. The collections are zeitgeist reflections of whatever inspires Wayne and the rest of the design team. "I just collect pictures from magazines, paintings and I've videoed all sorts of things. I just dump all this on a table and they all throw their ideas in, we work as a team. Hopefully something good comes out of it."

The spring/summer 2000 is partly themed 'Africans in London'. "I've been hanging around African fabric shops in Shepherd's Bush," says Wayne. "There are brilliant people who mix African gowns worn with designer trousers, this got me going. It's an exciting collection 'cos we mixed a lot of influences and African batik with Western clothes." Another part of the collection is inspired by German terrorists. "I read this book on the Baader-Meinhof Gang," He explains. "Ulrike Meinhof was absolutely beautiful, absolutely stunning, she carries everything off even in prison so I was just obsessed with these pictures not just because of the terrorism but it was just her. You can pick up influences from anywhere."

If Wayne was to be immortalised as a waxwork he would wear "A string vest and fish and chip paper on my head." And if forced to wear only one fabric he has no hesitation in choosing, "Polyester". Of course.